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Is Your Organization Prepared for Healthcare Consumerism?

Numerous changes in the healthcare marketplace are driving it toward a model of consumerism. Patients are assuming a greater share of costs, and are consequently demanding more choice and service.

The Patient Protection and Affordable Care Act (ACA), for example, gave rise to Health Insurance Exchanges, from which 19 million previously uninsured consumers shopped for and enrolled in coverage. Whether the ACA continues in its current form given changes in the political environment, reimbursement is increasingly tied to improved outcomes and patient satisfaction.

Healthcare organizations must evolve with this shift to consumerism, designing products, services, and experiences that deliver against patient needs and expectations. “One size fits all” approaches to patient education and advertising are limited in their effectiveness. All consumers are not alike – even if they share a common health condition – and are motivated by different things.

Psychographics pertain to people’s attitudes, values, lifestyles and personalities and are the key to intrinsic motivations and communication preferences. Psychographic segmentation facilitates the efficient targeting and delivery of persuasive messaging to activate desired patient behaviors.

How can organizations reach healthcare consumers who have more choices than ever before? Download this whitepaper to learn:

  • Why psychographic segmentation may be more effective than other types of consumer segmentation in connecting with consumers’ motivations
  • What the differences are between each of five distinct psychographic segments and how to engage them
  • How a major health system in Cincinnati, Ohio and a large nonprofit hospital network both used psychographic segmentation to activate positive health behaviors and enhance outcomes and patient satisfaction
  • Insights for immediate business application

Download our complimentary whitepaper: